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Generation V
The technology research analysts at the Gartner Group have issued a new press release discussing the latest driving force in Web consumption and influence - Generation V. Generation V is the Generation Virtual - and it includes all those people who spend their time interacting, shopping, socializing, and creating online.
Much like in traditional Third Places, the Web equalizes distinctions between generations, backgrounds, and professions, and allows people the freedom to act and interact in a leveled environment.
“An 11-year old individual can be the leading “go to” person for advice on how to upgrade/hack a digital video recorder…An unpopular office worker can be a highly revered, accomplished 40th-level half-elf in World of Warcraft.”
So, instead of targeting or marketing to a particular demographic group such as Gen X or Y, etc. - Gartner suggests that marketers should approach this new group whose behaviors, attitudes, and interests have blended and treat them as one group - Virtuals. Marketers should then focus on collecting data surrounding the multiple online personas that people create and the behaviors associated with them to glean valuable marketing information.
“By 2015, more money will be spent marketing and selling to multiple anonymous online personas than marketing and selling offline.”
The Gartner report raises an interesting point which is that the real identity of individuals may never be known, however, a wealth of intimate information about their online persona’s interests, habits and attitudes can still be collected and used for marketing to them.
Here are some of their tips on marketing to Gen V:
- Companies should organize their products and services around multiple online personas.
- Sell to the persona, not the person. A persona will show you how it wants to be treated.
- Create virtual environments as a way to orchestrate customer exploration toward purchases.
- Shift Investment from known customers to unknown ones. Focus on the influencers within the meritocracy.
- Develop and retain or outsource new skills to attract, connect, contribute and gain insight from Generation V and its virtual environment
via Web Worker Daily
